LATIN ONLINE VIDEO FORUM
BRONZE SPONSORS:
TOP LATIN ONLINE VIDEO MARKETING CAMPAIGN AWARD
PRESENTED BY:
Welcome
 &
 Introduc/on
 
Speakers:
 
 Marcos
 Baer
 (Publisher,
 Portada)
 
 Bob
 Oliva
 (Business	...
The
 Quest:
 How
 to
 develop
 industry-­‐
wide
 metrics
 for
 video
 entertainment
 
experiences
 
...
The
 Views
 of
 a
 Global
 Digital
 Media
 
Player
 
Speaker:
 
 Mark
 Larkin
 (SVP
 and
 Gener...
The
 Media
 Owners
 Perspec/ve:
 
 
World
 Cup
 2014:
 Challenges
 and
 SoluFons
 for
 the
 
Adv...
World
 Cup
 2014:
 Challenges
 and
 SoluFons
 for
 the
 
 
Advanced
 MoneFzaFon
 of
 Premium
 Co...
Brightcove
 Overview
 2014
 
6
 
6,300
 
in
 70+
 countries
 
963M
 
 
Video
 Cloud
 streams
 
$...
The Leading Online Video Platform
The Performance Leader
in Cloud Encoding
Cloud Ad Insertion
and Stream Stitching
Portfol...
• Disney Germany
ConfidenFal
 
10
 |
 ConfidenFal
 
“AUDIENCE PLANET”: BRUTAL
FRAGMENTATION
©2014
 Brightcove
 Inc
  11
 |
 
MOBILE LIVING ROOM
Sites,
 desFnaFons...
©2014
 Brightcove
 Inc
  12
 |
 
The
 Audience
 RULES
 and
 DEMANDS
 
 
A
 TV-­‐Like
 experience...
Within any of the DIGITAL BUSINESS MODELS
TVOD: transactional or PPV
SVOD: subscription
FVOD: freemium, as Trial or Ad-bas...
©2014
 Brightcove
 Inc
  14
 |
 
REVENUE IS LEFT ON THE
TABLE …
AND OPPORTUNITIES LOST
 
Internet Video Publishers Capture
ONLY A FRACTION
of the Best Possible Ad
Monetization Revenue
 
©2014
 Brightcove
...
Ad
 Supported
 Video
 —
 2
 CriFcal
 
Stats
 
©2014
 Brightcove
 Inc
  16
 |
 
Source:
 Media
...
The challenges of IP video ad
monetization
©2014
 Brightcove
 Inc
  17
 |
 
“Video
 Ad
 Mone/za/on
 Funnel...
NEW
 CONCEPTS
 
18
 
Cloud-based
Dynamic Ad Insertion
a.k.a.
 SSAI
 
NEW
 CONCEPTS
 
19
 
Cloud-based
Stream Stitching
Ad
 InteracFvity
 
Content
 Telemetry
 
Ad
 Telemetry
 
Ad
 InserFon
 
Content
 Playback
 
Online vide...
An
 InnovaFve
 and
 FoundaFonal
 
‘Cloud-­‐Based
 Ad
 InserFon’
 Technology
 
…
 solves
 moneFzaFon
...
©2014
 Brightcove
 Inc
  22
 |
 
NEW
 CONCEPTS:
 VIDEO
 
©2014
 Brightcove
 Inc
  23
 |
 
•  Twiner
 Cards
 
 
•  SyndicaFon
 
•  Closed
 
CapFons
 
 
•  C...
Brightcove Helps Maximize
Video Revenue By Improving
Performance at Every Stage of
Ad Monetization Funnel
 
©2014
 Bri...
Many
 of
 the
 Top
 Publishers
 in
 Internet
 
Video
 AdverFsing
 have
 implemented
 
these
 conce...
©2014
 Brightcove
 Inc
  26
 |
 
Brightcove Once VOD: Short Form
case study – SportsChallenges
•  Unable to mone...
Brightcove Once VOD: Short
Form case study – Sports
©2014
 Brightcove
 Inc
  27
 |
 
•  Customer viewed the mobi...
VOD
 &
 LIVE
 
AN
Y
CD
NANY
OVP
ANY
CMS
ANY
ANALY
TICS
a
 TV-­‐Like
 Experience
 
BUYERS
 
Premium
 Conten...
© 2013 Brightcove
Inc.
The
 Challenges
 of
 the
 Paid
 Content
 
Business
 Model
 •  A
 complex,
 chal...
Bringing
 Broadcast
 and
 Professional
 
Workflows
 to
 the
 Cloud
 
©2014
 Brightcove
 Inc
  30
 |...
©2014
 Brightcove
 Inc
  31
 |
 
•  In
 a
 video
 utopia,
 a
 single
 format
 would
 
cover
 e...
Future
 Vision
 
©2014
 Brightcove
 Inc
  32
 |
 
•  MPEG-­‐DASH,
 an
 adapFve
 bitrate
 
streaming	...
©2014
 Brightcove
 Inc
  33
 |
 
MAJOR
COST-SAVING
FLOW/PROCESS
SIMPLIFICATION
YOUR END-PRODUCT QUALITY
BENEFITS...
Muchas
 gracias
 /
 Thank
 you!
 
Nicolás
 Amado
 
Director
 of
 Media,
 Southern
 Europe
 &
 La...
Mul/screen
 Video:
 Milennials
 and
 
Younger
 
 
Moderator:
 
 Bob
 Oliva
 (Business
 Development
...
Mul/screen
 Video:
 Milennials
 and
 
Younger
 
 
11:50
 AM
 
Best
 Prac/ces
 in
 La/n
 Online
 Video
 
Campaigns:
 
 
Beyond
 theory.
 Find
 proven
 roots
 t...
Best
 Prac/ces
 in
 La/n
 Online
 Video
 
Campaigns:
 
 
Beyond
 theory.
 Find
 proven
 roots
 t...
TODAY, WE WILL DISPELL
4 COMMON MYTHS
ABOUT ONLINE VIDEO
IN LATIN AMERICA
MOST WHO WATCH ONLINE VIDEOS ARE YOUNG MEN
MYTH 1
S
 
Share Of Viewers By Age Group
SHARE OF VIEWERS
BY AGE GROUP
Sources: Havas
Media “The Power of
Online Video”
ComSco...
ONLINE VIDEO CONTENT IS NOT PREMIUM
MYTH 2
Trailers
Video
Ads
User
Generated
Content
News
Series
Movies
Watch & Preferred
Watch & Like
MOVIES, NEWS & TRAIL...
PEOPLE FIND PRE-ROLL ADS TOO INTRUSIVE
MYTH 3
81% PREFER CONTENT TO BE FREE,
EVEN IF IT INCLUDES ADS
43% declare that when the ads
they see are related to the
conte...
ONLINE VIDEO ADS ARE ONLY EFFECTIVE
FOR BUILDING AWARENESS
MYTH 4
Niche
 Categories
Mass Categories
ONLINE VIDEO POSITIVELY REINFORCES
ATTITUDINALS IN ALL PRODUCT CATEGORIES
 
Sour...
ONLINE VIDEO IS FOR EVERYONE
THE FACTS:
ONLINE VIDEO IS EVER MORE PREMIUM
PEOPLE PREFER “FREEMIUMNESS”
ONLINE VIDEO AD...
THE FORMULA TO SUCCESS
Know your
target & the
role of online
for your
product
category
Match your Ad to
relevant content...
Roberto Ricossa
VP Marketing &
Inside Sales
Avaya
Maya Kosovalic
Digital & Duty Paid Manager
L’Oreal Lux Travel Retail
Ame...
Portada latin online video forum 14
Portada latin online video forum 14
Portada latin online video forum 14
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Portada latin online video forum 14

Published on: Mar 4, 2016
Published in: Marketing      Technology      Business      
Source: www.slideshare.net


Transcripts - Portada latin online video forum 14

  • 1. LATIN ONLINE VIDEO FORUM BRONZE SPONSORS: TOP LATIN ONLINE VIDEO MARKETING CAMPAIGN AWARD PRESENTED BY:
  • 2. Welcome  &  Introduc/on   Speakers:    Marcos  Baer  (Publisher,  Portada)    Bob  Oliva  (Business  Development  Director,  Portada)   General  Session  Bayfront  A   9:20  AM
  • 3. The  Quest:  How  to  develop  industry-­‐ wide  metrics  for  video  entertainment   experiences   Moderator:    Cynthia  Evans  (Managing  Director,  Group  M  LaFn  America)   Speakers:    ArFe  Bulgrin  (SVP  Global  Research  +  AnalyFcs,  ESPN)    Josh  Chasin  (Chief  Research  Officer,  ComScore)    Marylin  Aldir  (Digital  MarkeFng  Director  of  Editorial,  Televisa)     9:25  AM
  • 4. The  Views  of  a  Global  Digital  Media   Player   Speaker:    Mark  Larkin  (SVP  and  General  Manager,  CNET)   Interviewed  by:    Carlos  Ernesto  GuFerrez  (CEO  Miami,  Chief  Growth  Officer   LaFn  America,  McCann  Worldgroup)   10:15  AM
  • 5. The  Media  Owners  Perspec/ve:     World  Cup  2014:  Challenges  and  SoluFons  for  the   Advanced  MoneFzaFon  of  Premium  Contents  with   Video  AdverFsing  and  Payment   Speaker:    Nicolas  Amado  (Director  of  Media,  Southern  Europe  &  LaFn   America,  BrightCove)   11:30  AM
  • 6. World  Cup  2014:  Challenges  and  SoluFons  for  the     Advanced  MoneFzaFon  of  Premium  Contents  with  Video  AdverFsing  and  Payment.
  • 7. Brightcove  Overview  2014   6   6,300   in  70+  countries   963M     Video  Cloud  streams   $109.9M   in  2013
  • 8. The Leading Online Video Platform The Performance Leader in Cloud Encoding Cloud Ad Insertion and Stream Stitching Portfolio of global-scale online video platforms and solutions   Your partner to maximize revenue generation, innovation and ROI   Contact:  Nicolás  Amado  -­‐  Director  of  Media,  Southern  Europe  &  LaFn  America:  +34  93  16000  44  /  +34  670  081  056,  namado@brightcove.com       Brightcove Media Group
  • 9. • Disney Germany ConfidenFal
  • 10. 10  |  ConfidenFal
  • 11. “AUDIENCE PLANET”: BRUTAL FRAGMENTATION ©2014  Brightcove  Inc   11  |   MOBILE LIVING ROOM Sites,  desFnaFons,  devices,  apps,  gaming,  gadgets,  and  digital  experiencies  >  call  to  parFcipate  =  Social  TV
  • 12. ©2014  Brightcove  Inc   12  |   The  Audience  RULES  and  DEMANDS     A  TV-­‐Like  experience  of  high  quality  ANYWHERE,  ANYTIME   and  ask  us  to  treat  them  as  adults  and  intelligent  beings       when  we  moneFze  with  video  adverFsing
  • 13. Within any of the DIGITAL BUSINESS MODELS TVOD: transactional or PPV SVOD: subscription FVOD: freemium, as Trial or Ad-based CTA: Calls to Action [video e-commerce] LIVE: streaming of events – Ad-based or Paywall (TVE) Simulcast (24/7 Live, OTT of broadcast signal) Simulated Simultcast (VOD-based simulated LIVE)
  • 14. ©2014  Brightcove  Inc   14  |   REVENUE IS LEFT ON THE TABLE … AND OPPORTUNITIES LOST
  • 15. Internet Video Publishers Capture ONLY A FRACTION of the Best Possible Ad Monetization Revenue   ©2014  Brightcove  Inc   15  |   Example Challenges •  Not able to deliver ads on mobile web or XBOX app •  No ad delivery solution for LIVE streams •  No single ad network has enough inventory •  Ad network has no SDK for Windows 8 app •  10-15 % ads are lost due to download performance issues •  10-30 % ads are blocked by ad blockers Ad performance loss is caused by hard technical challenges of delivering video ads to multiple devices and apps in a complex Internet ecosystem
  • 16. Ad  Supported  Video  —  2  CriFcal   Stats   ©2014  Brightcove  Inc   16  |   Source:  Media  and  Entertainment  Goes  Mobile,   Infographic,  from  Forsee.com  Aug  6,  2013     Source:  The  Rise  of  Ad  Blocking,  Report,  from   PageFair,  Aug,  2013   66%  of  mobile  device  users   prefer  to  get  their  media   entertainment  content  from   the  “mobile  web”  instead  of  “in   app”.   22.7%  of  ad  supported  video  and   web  traffic  is  stopped  by  ad  blockers.
  • 17. The challenges of IP video ad monetization ©2014  Brightcove  Inc   17  |   “Video  Ad  Mone/za/on  Funnel”   Reasons  for  Mone/za/on  Loss   Total Possible Inventory Accessible Usable Sold Delivered Viewed Only  a  frac/on  of  the  total  inventory  is  accessible  due  to  un-­‐ mone/zed  devices  and  apps   Even  when  ad  breaks  are  available,  they  are  oaen  not  op/mally   u/lized   Usable  inventory  may  be  lea  unsold  due  to  integra/on  and   management  complexi/es   Not  all  sold  ads  are  delivered  due  to  player  and  ad  network   performance  issues   Lower  ad  quality  and  addressability  affects  views  and  comple/on   rates   Revenue loss occurs at every stage down the funnel and is primarily due to the difficult technical challenges of delivering video ads to multiple devices and apps with a seamless Television-quality experience
  • 18. NEW  CONCEPTS   18   Cloud-based Dynamic Ad Insertion a.k.a.  SSAI
  • 19. NEW  CONCEPTS   19   Cloud-based Stream Stitching
  • 20. Ad  InteracFvity   Content  Telemetry   Ad  Telemetry   Ad  InserFon   Content  Playback   Online video originally evolved with the player at the center of advertising and consumer experience
  • 21. An  InnovaFve  and  FoundaFonal   ‘Cloud-­‐Based  Ad  InserFon’  Technology   …  solves  moneFzaFon  on  connected   devices   ©2014  Brightcove  Inc   21  |
  • 22. ©2014  Brightcove  Inc   22  |   NEW  CONCEPTS:  VIDEO
  • 23. ©2014  Brightcove  Inc   23  |   •  Twiner  Cards     •  SyndicaFon   •  Closed   CapFons     •  ChromeCast   •  AppleTV     •  Xbox  One   •  Those  coming  unknown  &   disrupFng  gadgets   CreaFng  New  Inventory  …  reaching   the  fragmented  audience
  • 24. Brightcove Helps Maximize Video Revenue By Improving Performance at Every Stage of Ad Monetization Funnel   ©2014  Brightcove  Inc   24  |     Maximize inventory by delivering ads across all devices and apps   Maximize ad starts with high performance ad delivery and avoidance of ad blockers   Maximize ad completes with broadcast quality, HD resolution video ads 2-5X! Customers see a 30% increase in monetization the first month with Brightcove Once
  • 25. Many  of  the  Top  Publishers  in  Internet   Video  AdverFsing  have  implemented   these  concepts  through  Brightcove   Once   ©2014  Brightcove  Inc   25  |   We currently deliver video ads to over 7800 unique device types
  • 26. ©2014  Brightcove  Inc   26  |   Brightcove Once VOD: Short Form case study – SportsChallenges •  Unable to monetize mobile web •  Complex, time-consuming workflow •  Perishable inventory (limited rights window) •  Could not flight new ads without significant effort Brightcove Once VOD solution •  Device ubiquity – Enabled mobile web monetization •  Simplified workflow: one file, one time •  Targeted, dynamic ads inserted on a per-user basis •  Content and ads delivered in best possible format based on device and network detection •  Generated net new inventory – Significant profitable revenue •  Rapid publishing of content & ads – allowed client to instantly monetize breaking news on the mobile web within minutes of the event happening
  • 27. Brightcove Once VOD: Short Form case study – Sports ©2014  Brightcove  Inc   27  |   •  Customer viewed the mobile web as a “cost center” because it was not monetized •  After deploying Brightcove Once on their platform, they started pushing pre-rolls and kept a steady 1:1 ad to content ratio with 90% ad completion rates while growing volume 4x 0.0%   10.0%   20.0%   30.0%   40.0%   50.0%   60.0%    -­‐        20.0      40.0      60.0      80.0     May-­‐12   Jun-­‐12   Jul-­‐12   Aug-­‐12   Sep-­‐12   Oct-­‐12   Nov-­‐12   Dec-­‐12   Jan-­‐13   Feb-­‐13   Mar-­‐13   Apr-­‐13   May-­‐13   Jun-­‐13   Jul-­‐13   Aug-­‐13   Sep-­‐13   Content  Plays   Ads  as  a  %  of  Total  Plays   Cum  Rev  @  $25   $15.4M   Total  Cost   $    1.4M   Profit   $14.0M   ROI   1100 %
  • 28. VOD  &  LIVE   AN Y CD NANY OVP ANY CMS ANY ANALY TICS a  TV-­‐Like  Experience   BUYERS   Premium  Content  Video   MoneFzaFon  SoluFon  by   •  Deploy  once  and  done   •  Works  across  all  devices   •  Integrated  with  all  ad   networks   •  Single  sFtched  stream   •  Patented  technology   ©2014  Brightcove   Inc   Brightcove  Once  is  An  Innova/ve  and  Founda/onal     ‘Cloud-­‐Based  Ad  Inser/on’  Technology   Cloud Ad Insertion & Stream Stitching Contacto:  Nicolás  Amado  -­‐  Director  of  Media,  Southern  Europe  &  LaFn  America:  +34  670  081  056,  namado@brightcove.com      Solu/on  design  by  Nicolás  Amado   Our  recommended  Sell-­‐Side  core  solu/on  partner  LiveRail  is  the   leading  publisher  moneFzaFon  plasorm  for  video  (Sell-­‐Side  Plasorm/ SSP,  programmaFc  adverFsing).  With  over  5bn  impressions  delivered   via  our  plasorm  each  month,  LiveRail  sets  the  standard  for  innovaFve   video  adverFsing  technology  soluFons.   REAL-TIME BIDDING + PRIVATE MARKETPLACE + FLOOR-CPM + MOBILE REVENUE + FORMATS •  Twiner  Cards     •  SyndicaFon   •  Closed   CapFons     •  ChromeCast   •  AppleTV     •  Xbox  One   $€ 2x-5x!Customers  see  a  30%   increase  in   mone8za8on  the  first   month  with     Brightcove  Once   •  Maximize inventory by delivering ads across all devices and apps •  Maximize ad starts with high performance ad delivery and avoidance of ad blockers •  Maximize ad completes with broadcast quality, HD resolution video ads Delivering video ads to over 7800 unique device types (and counting!) *  Or  ANY  VAST  tag   *   The  solu/on  works  with  ANY  VAST  AD  SERVING  PLATFORM   *   Experience  Once:     go  to  www.espn.com  from  a  connected  device   PREMIUM  PUBLISHER/BROADCASTER
  • 29. © 2013 Brightcove Inc. The  Challenges  of  the  Paid  Content   Business  Model  •  A  complex,  challenging  and,  someFmes,  unsustainable  business  model  …  (specially  if  you  are   new)   ConfidenFal   29  |
  • 30. Bringing  Broadcast  and  Professional   Workflows  to  the  Cloud   ©2014  Brightcove  Inc   30  |   •  Support  for  advanced  codecs  such  as  MPEG-­‐2,  MPEG-­‐TS,  JPEG  2000  and  AVC-­‐ Intra  in  MXF  container  in  support  of  DPP  guidelines  for  European  broadcasters;   •  MPEG-­‐DASH  encoding  with  Common  EncrypFon  packaging  (CENC)     •  HbbTV  Support  with  Marlin  &  PlayReady  DRM,  for  connected  TV  &  STBs
  • 31. ©2014  Brightcove  Inc   31  |   •  In  a  video  utopia,  a  single  format  would   cover  every  device  with  enough  flexibility   for  manufacturers  to  create  their  own   unique  implementaFons  while  providing   enough  features  to  sa/sfy  the  demands   of  a  modern  viewer.       Future  Vision
  • 32. Future  Vision   ©2014  Brightcove  Inc   32  |   •  MPEG-­‐DASH,  an  adapFve  bitrate   streaming  technique  that  enables  high   quality  streaming  of  video  over  the   Internet  delivered  from  convenFonal   HTTP  Web  servers,     •  MPEG-­‐DASH  is  a  BOLD  ATTEMPT  to   meet  all  of  those  requirements.
  • 33. ©2014  Brightcove  Inc   33  |   MAJOR COST-SAVING FLOW/PROCESS SIMPLIFICATION YOUR END-PRODUCT QUALITY BENEFITS Future  Vision
  • 34. Muchas  gracias  /  Thank  you!   Nicolás  Amado   Director  of  Media,  Southern  Europe  &  LaFn  America  –  Media  Group   namado@brightcove.com  -­‐  @UniverseInside  @BrightcoveES   +34  670  081  056   www.Brightcove.com   En  Miami  hasta  el     Jueves  5,  inclusive
  • 35. Mul/screen  Video:  Milennials  and   Younger     Moderator:    Bob  Oliva  (Business  Development  Director,  Portada)   Speakers:    Noel  Gladstone  (VP  Research  and  Consumer  Insights,  Viacom   InternaFonal  Networks)    Jorg  Nowak  (Head  of  LaFn  America  and  US  Hispanics,  YuME)    Maximiliano  Vaccaro  (Director-­‐  Digital  Media  LaFn  America/ Brazil  and  US  Hispanics,  Discovery  Networks)   11:50  AM
  • 36. Mul/screen  Video:  Milennials  and   Younger     11:50  AM
  • 37. Best  Prac/ces  in  La/n  Online  Video   Campaigns:     Beyond  theory.  Find  proven  roots  to  success   Moderator:    Andrea  Issac  (Head  of  Strategy,  Havas  Media  InternaFonal)   Speakers:    Roberto  Ricossa  (VP  MarkeFng  &  Inside  Sales,  Avaya)    Maya  Kosovalic  (Digital  &  CommunicaFons  Manager-­‐  Americas  Zone,   L’Oreal  Luxe  Travel  Retail)   12:40  PM
  • 38. Best  Prac/ces  in  La/n  Online  Video   Campaigns:     Beyond  theory.  Find  proven  roots  to  success   12:40  PM
  • 39. TODAY, WE WILL DISPELL 4 COMMON MYTHS ABOUT ONLINE VIDEO IN LATIN AMERICA
  • 40. MOST WHO WATCH ONLINE VIDEOS ARE YOUNG MEN MYTH 1
  • 41. S   Share Of Viewers By Age Group SHARE OF VIEWERS BY AGE GROUP Sources: Havas Media “The Power of Online Video” ComScore Video Metrix, March 2014 25-34 / 27% 35-44 / 20% 45-54 / 12% 55+ / 8% 15-24 / 33% Share Of Viewers By Gender 90% OF INTERNET USERS IN LATAM WATCH VIDEOS ONLINE   51% 49% Source: Comscore
  • 42. ONLINE VIDEO CONTENT IS NOT PREMIUM MYTH 2
  • 43. Trailers Video Ads User Generated Content News Series Movies Watch & Preferred Watch & Like MOVIES, NEWS & TRAILERS ARE ENJOYED BY ALL   Source: OLV Study- Havas Media, ESPN & Sony Crackle
  • 44. PEOPLE FIND PRE-ROLL ADS TOO INTRUSIVE MYTH 3
  • 45. 81% PREFER CONTENT TO BE FREE, EVEN IF IT INCLUDES ADS 43% declare that when the ads they see are related to the content they’re viewing, they’ll pay attention to them. 84% 81% 75% 74% 73% Brazil Argentina Chile Mexico Colombia Source: OLV Study- Havas Media, ESPN & Sony Crackle
  • 46. ONLINE VIDEO ADS ARE ONLY EFFECTIVE FOR BUILDING AWARENESS MYTH 4
  • 47. Niche  Categories Mass Categories ONLINE VIDEO POSITIVELY REINFORCES ATTITUDINALS IN ALL PRODUCT CATEGORIES   Source: OLV Study- Havas Media, ESPN & Sony Crackle
  • 48. ONLINE VIDEO IS FOR EVERYONE THE FACTS: ONLINE VIDEO IS EVER MORE PREMIUM PEOPLE PREFER “FREEMIUMNESS” ONLINE VIDEO ADS REINFORCE KEY ATTITUDINALS
  • 49. THE FORMULA TO SUCCESS Know your target & the role of online for your product category Match your Ad to relevant content Or Create relevant content to match your Ad with your target’s interests Use engaging formats to shift key attitudinal metrics
  • 50. Roberto Ricossa VP Marketing & Inside Sales Avaya Maya Kosovalic Digital & Duty Paid Manager L’Oreal Lux Travel Retail Americas Andrea Isaac Head of Strategy Havas Media International Miami Our Panel Today

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